Using publicly available search data to guide marketing strategy

Ice Lolly and Travel Supermarket merged in 2021 to become Ice Travel Group. There was large amounts of internal debate about how challenging this would be to achieve, and what was needed from a marketing perspective to return to previous levels of sales and revenue.

Using publicly available search data to guide marketing strategy

Challenges

  • Ice Lolly and Travel Supermarket merged in 2021 to become Ice Travel Group.
  • As with most advertisers in the travel sector, both brands had suffered a loss of revenue during Covid-19.
  • The expectation was that both brands would return pre-pandemic levels of performance as seen in 2019 but there was large amounts of internal debate about how challenging this would be to achieve, and what was needed from a marketing perspective to return to previous levels of sales and revenue.
Using publicly available search data to guide marketing strategy

Solution

Share of Search as an Innovative Success Metric:

The pandemic resulted in volatile and unpredictable levels of demand in the travel sector. The result is that brands were unable to see whether they were being successful when looking at only their own internal numbers, which often reflected the ebbs and flows of the market rather being an accurate read on marketing effectiveness.

We introduced a relative success metric, Share of Search, to act as a success metric and a proxy for market share. This analysis allowed us to see which travel brands were winning and losing, and when we overlayed this data with ad spend and Share of Voice for ITG brands and their competitors, the drivers of market share growth became clearly visible.

Using publicly available search data to guide marketing strategy

Results

Our analysis showed that ITG brands had not just suffered during the pandemic, they had been losing market share since 2010. A radical re-think of marketing strategy was therefore needed as it was unlikely  this trend would suddenly reverse.

Our analysis benchmarked the level of investment needed to drive market share growth, and we were able to identify effective media channels. We found that TV was the category’s most cost-effective channel in terms of driving market share growth and this channel features heavily in marketing plans.

Using publicly available search data to guide marketing strategy

Testimonial

The pandemic and lockdown measures brought unprecedented challenges to our business. Working with CvE has been essential for us at ITG to redefine our marketing operations to face this totally new landscape. With significant improvements in the way we plan, execute, and measure our paid media efforts, identify best performing marketing channels, and tie bottom of the funnel to top of the funnel activity, ITG Group is in a much stronger place now and on the right path to own a marketing model fit for the future.

ITG